LOYALTY PAYS OFF

BP Bonus Club your key to the club

The assignment entailed the pre-launch of the new customer loyalty programme for Austrian petrol station partners. Instead of a conventional presentation, EVENT SERVICE RS made use of the occasion to stage “ENZIAN” – a multi-media scenic play – in order to communicate all essential bits of information in an entertaining and pointed manner.

Supported by cutting-edge projection technology and camera directions, the events around “a filling station” after the introduction of the BP Bonus Club were charmingly performed by actors and theatre musicians who, with typically Austrian cross-references, presented a fictional “outlook onthe future”. Two parallel storylines communicated contents, functionality, benefits and added values at a rational level. The emotional level not only directly addressed “internally known shortcomings and problems” of past loyalty promotions, but also proactively solved these through the “new innovative amenities” of the future programme, which put the effects of positive “aha-effects” to use. Also integrated into the script were FAQs concerning the customer loyalty programme. Moderated management debates and an epilogue served as a dramaturgical framework.

The intricate division of the Salzburg Arena into two distinctive parts served as a starting point for the second surprise of the event – the backstage gala setting. A buffet with Austrian culinary specialties and the music of Falco's “Helden von Heute” (Heroes of Today) provided a platform for speeches by country managers, exchanges between partners and an exhibition area for the future rewards of the BP Bonus Club. The innovative staging was rewarded with a nomination in the category “Corporate Events” at the Austrian Event Award.